So how do you choose the color you want?
What do we want people to feel when they see our brand? Make sure you know the meaning of the color!
For example, green has to do with nature, life, renewal, freshness, money, banking and safety.
Many fast food chains use the color red because it’s a color that evokes hunger. It also gives you a feeling of energy and power, but is also associated with passion, desire and love.
Many politicians use blue on their logos because it symbolizes trust, loyalty, confidence, intelligence, faith and truth. It’s a color that produces a calming effect.
Orange is associated with joy, warmth, sunshine, balance, creativity and health. It gives you a feeling of optimism and rejuvenation. Not many people use this color for logos but if you want to evoke any of the above words maybe orange is your best bet.
Typography is also an important role when it comes to branding. Why? The brand is what identifies the product, service, person or place and gives it its unique personality.
Why does typography matter in your branding?
New York-based designer James Puckett had a great explanation: “I always tell people that the difference between good typography and [bad typography] is the difference between work that looks professional and work that looks like someone threw it together in MS Word. One reason Apple’s stores look so good is the careful and consistent application of [the typeface] Myriad. But Kmart’s careless mashup of Helvetica, Gill Sans, News Gothic and Gotham looks like, well, Kmart.”
So what’s the difference between a serif and a san-serif type?
A serif type has a small decorative line added as embellishment to the basic form of a character (a character is a letter or number). The most famous serif typeface is Times Roman. It’s a typeface characterized by its more traditional and elegant feel.
A san serif typeface is one without the end stroke. The most famous san serif is Arial. It’s easy to read when looked at from afar and has a clean look. It’s a typeface that has a more modern feel to it.
There’s a lot that goes on in a graphic designers mind when it comes to branding. It may seem like a simple task but everything has its own meaning, from color to what typography you are using.